This article has been reviewed according to Science X's editorial process and policies. Editors have highlighted the following attributes while ensuring the content's credibility: Venues that become entwined in the cultural fabric of a community can be as enticing as the events they hold, according to University of the Sunshine Coast research. An iconic music hall, a legendary sports stadium or a generationally loved open-air space are examples of wild cards that can change the psychology of eventgoers.
Lenny Vance and five UniSC colleagues started looking at ways to improve nighttime economies—but unearthed findings with much broader applicability. Their results are published in the Journal of Services Marketing. Aside from confirming security, transportation, entertainment quality and social considerations were paramount in decision-making, the study showed a sense of identity with the venue was a stronger lure than anticipated.
"I think the biggest learning is you can't just build a nightlife offer, you need to build a sense of place," Vance said. People develop emotional and symbolic connections to places, to the extent that a venue, precinct or region becomes central to how they see themselves. "Our research found a strong relationship between place identity, the frequency of attendance and spending.
Things like transportation and meeting safety requirements get people through the door, but making them feel the space reflects their values leads to long-term loyalty and spending." The UniSC study evaluated responses from 577 residents of the Sunshine Coast, which is set to host several events at the 2032 Olympic and Paralympic Games. Despite strong population growth and some of the nation's largest interstate migration of the past decade, the Sunshine Coast faces several challenges for event coordinators. Notably, the region has distinctly different community hubs dotted over a broad area that does not boast a hub-and-spoke formation like many larger cities.
While the study began by considering improvements for the local nightlife economy, it became apparent the findings had global relevance for communities of under 1 million people. It delved into the heart of how to encourage people to make a "third place" a habitual destination outside of work and home. "A fundamental aspect of humans is a desire for social inclusion, and this is often sought in 'third places' that foster a sense of belonging," Vance said.
"However, post-pandemic shifts in behavior, along with younger generations increasingly prioritizing personal time and well-being, suggest that not everyone is chasing the next big night out. "While our research was initially triggered by challenges for the live music and entertainment sector, we acknowledge the findings would likely apply to other contexts. It could be applicable to community groups, sports or social clubs, or places that require volunteerism, for example." Another finding of the study was that FOMO—fear of missing out—was also a powerful force that could supercharge the compulsion to overcome barriers and leave the house.
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